00864nam0-2200301---450-99000027518040332120091204184628.0000027518FED01000027518(Aleph)000027518FED0100002751820020821d1979----km-y0itay50------baitaITa-------001yySu procedure di controllo di accettazione per variabili con decisioni congiunteU. MagagnoliRomaENEL197976 p.5 ill.30 cmRelazione di studio e ricercaENEL362665Magagnoli,UmbertoENEL<Ente nazionale per l'energia elettrica>ITUNINARICAUNIMARCBK99000027518040332104 007-2/362CIDINCHDINCHUNINA02843nam 2200589Ia 450 991078390240332120230721025450.01-280-92920-097866109292071-84663-499-7(CKB)1000000000337250(EBL)306211(OCoLC)182761201(SSID)ssj0000465442(PQKBManifestationID)11319450(PQKBTitleCode)TC0000465442(PQKBWorkID)10457024(PQKB)10230964(MiAaPQ)EBC306211(Au-PeEL)EBL306211(CaPaEBR)ebr10185532(OCoLC)648296877(EXLCZ)99100000000033725020070112d2007 uy 0engur|n|---|||||txtccrContemporary thinking, topics and trends in international branding, part 1[electronic resource] /guest editors T.C. Melewar and Joseann SmallBradford Emerald Group Pressc20071 online resource (130 p.)International Marketing Review ;24, no. 3Description based upon print version of record.1-84663-498-9 Cover; CONTENTS; EDITORIAL ADVISORY BOARD; Guest editorial; Understanding international branding: defining the domain and reviewing the literature; Global branding, country of origin and expertise; An investigation of global versus local online branding; Global brand communities across borders: the Warhammer case; How cultural differences in uncertainty avoidance affect product perceptions; Revitalising suffering multinational brands: an empirical study; List of reviewersInternational branding, as an area of research in international marketing, needs a domain and an impetus of its own. This e-book seeks to lift international branding out of out the shadow of international marketing and out of a pattern of largely replication studies centered on the standardization/localization debate. The articles that comprise the e-book seek a more comprehensive understanding of the dimensions of international branding and of its related paradigms. The international focus and affiliations of the academics contributing to this compendium add to the interesting diversity inherExport marketingBranding (Marketing)Export marketing.Branding (Marketing)382.3382.65Melewar T. C1561549Small Joseann1561550MiAaPQMiAaPQMiAaPQBOOK9910783902403321Contemporary thinking, topics and trends in international branding, part 13828440UNINA